Mars goes occasional
The recent announcement by Mars on new health initiatives was significant for 3 reasons:
• It will introduce really simple messaging to consumers by accepting that some foods with high levels of fat, salt or sugar should be labelled ‘occasional’ as distinct from ‘everyday’.
• It defied pressures to alter certain products whose indulgent characteristics require higher levels of these ingredients.
• It adopted the demanding World Heath Organisation guidelines on reformulation of its overall product portfolio.
The impact will be far greater if this contributes to a new industry-wide consensus.